SEO means helping people find you when they search. Local SEO is the part that matters when someone looks for a business near them, such as a florist in their town. Nobody can promise you a ranking, but there are clear things within your control, and this guide takes them in order.
How Google chooses local results
Google says local results depend mainly on three things: relevance, distance and prominence. Relevance is how well your listing matches what the person searched for. Distance is how far you are from where they are searching. Prominence is how well known you seem, which includes your reviews and mentions around the web.
You cannot change distance. You can influence relevance and prominence, and that is what the steps below do.
Think like the person searching
Before you change anything, write down what a customer would type to find you. A person with a leak types the problem and their town, not your trade name. Ask recent customers how they described their problem when they first got in touch. Their words, not industry words, are the ones to use on your profile and your website.
Step one: your Google Business Profile
Claim your free profile and complete every part of it. Most local firms get this wrong by filling in half.
- Use your real business name, with no extra keywords added.
- Pick the category that matches what you do most, then add secondary ones.
- Add accurate opening hours, including bank holidays.
- List your services and the areas you serve.
- Add real photographs and keep them fresh.
- Write a short description in plain words about what you do and for whom.
Step two: keep your details the same everywhere
Your business name, address or service area and phone number should match on your website, your Facebook Page, your Google profile and any directory. If you have moved or changed your number, update every place. Mixed details confuse people and search engines alike.
Step three: write a page for each service and place
On your website, give each main service its own page, and each town you really serve its own page. Use a headline that says what you do and where, written naturally. Do not copy one page and swap the town name, because Google treats that as spam. Say something true and useful about each place, such as the jobs you do there.
Make your phone number and address or area easy to see, and check that the pages load quickly on a phone.
Step four: collect real reviews
Google says reviews are one of the things that affect how prominent a business appears, and customers read them before choosing. Ask every happy customer, reply to every review and never buy or write your own. Our guide on getting more Google reviews has the steps.
Step five: get mentioned by real local sources
A mention from a genuine local source tells search engines you are a real business. Think of your trade body, your local chamber of commerce, a local newspaper or community website, suppliers who list the businesses they work with, and charities or clubs you support. Ask for an accurate listing with a link to your site. Do not buy links.
What to ignore
Be wary of emails that promise rankings, and of anyone who talks about secret tricks. Do not stuff your pages with the same words, use a made up address, or post fake reviews. These can get your profile suspended and they do not build trust with customers.
How to tell whether it is working
Searching for yourself is a poor test, because results are personal to the searcher. Instead, look at your Google Business Profile, which shows how people found you and how many called or asked for directions. Google Search Console is free and shows which searches your website appeared for. Write the figures down once a month. Changes can take weeks or months to show, so judge over a longer period.
Where GrowthDept fits
GrowthDept is an AI marketing department for small business owners. It can write posts that keep your Facebook Page and LinkedIn active, for you to check. It does not edit your own website and it does not manage your Google Business Profile, so the website and profile steps above stay with you. It cannot promise rankings or results.
There is a 7-day free trial, and you do not need a card to start.
Common questions
What is local SEO?
It is the work of helping a business appear when people search for something near them, mainly through a Google Business Profile, a clear website, reviews and mentions from real local sources.
Can anyone promise a ranking?
No. Google decides the results and changes them, so be wary of anyone who says otherwise. You can improve your listing and website, but not control the outcome.
Do I need a website for local SEO?
A Google Business Profile helps on its own, but a clear website with a page for each service and area gives search engines and customers more to go on.
How long does local SEO take?
It varies. Changes can take weeks or months to show, so keep a monthly note of your own figures and judge over time.